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Office Use Only

Semester XYZ - 02

Examination Period

Faculty of Business and Economics

EXAM CODES: MKW1120

TITLE OF PAPER: Marketing Theory and Practice PAPER 1

EXAM DURATION: 2 hours writing time

READING TIME: 10 minutes

TH IS PAPER IS FOR STUDENTS STUDYING AT: ( tick where applicable)

Berwick Clayton Malaysia Off Campus Learning Open Learning

Caulfield Gippsland Peninsula Enhancement Studies Sth Africa

Parkville Other (specify)

During an exam, you must not have in your possession, a book, notes, paper, electronic device/s, calculator,

pencil case, mobile phone, smart watch/device or other material/item which has not been authorised for the

exam or specifically permitted as noted below. Any material or item on your desk, chair or person will be

deemed to be in your possession. You are reminded that possession of unauthorised materials, or attempting to

cheat or cheating in an exam is a discipline offence under Part 7 of the Monash University (Council) Regulations.

No exam paper or other exam materials are to be removed from the room.

AUTHORISED MATERIALS

OPEN BOOK YES NO

CALCULATORS YES NO

SPECIFICALLY PERMITTED ITEMS YES NO

if yes, items permitted are:

INSTRUCTIONS TO CANDIDATES

1. The examination is worth 50%of the overall assessment.

2. This examination is marked out of 100.

3. You must pass the examination in order to pass the unit.4. There are a total of NINE (9) questions and TWO (2) sections in this exam.

5. Section Acontains THREE (3) questions of which you must answer ONLY TWO (2).Each

question is worth 30%.

6. Section Bcontains SIX (6) questions of which you must answer ONLY FOUR (4).Each

question is worth 10%.

Candidates must complete thi s section i f r equi red to wri te answers withi n this paper

STUDENT ID: __ __ __ __ __ __ __ __ DESK NUMBER: __ __ __ __ __

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Section A: Short Essay Questions (60 Marks)Answer two (2)of the following three questions. Each question is worth 30 marks.

Question 1:

List and describe the stages in the buyer decision making stages, using the purchase of a holiday package

(including airfares and accommodation) as an example. Describe the role that marketing plays in each of the

stages.

Question 2:

Marketing management has the task of attracting and building relationships with customers by creating

customer value and satisfaction. However, marketing management does not accomplish this task alone. Its

success will depend on other actors in the organisations microenvironment(Kotler et al., 2013).

List and describe the five actors in the microenvironment, explaining how each of them impacts on anorganisations marketing activities. Provide examples of your choice to illustrate your answer.

Question 3:

What are the main differences between business and consumer markets? Provide examples of your choice to

illustrate your answer.

Section B: Short Answer Questions (40 Marks)Answer four (4)of the following six short answer questions. Each question is worth 10 marks.

Question 4:

List and briefly describe four types of consumer products with examples.

Question 5:

List and describe five stages in the new product adoption process.

Question 6:

Describe, with examples, two strategies that may be employed when pricing an innovative new product.

Question 7:

Advertising is only one of the tools available in an integrated marketing communications program. List and

describe four other tools.

Question 8:List and describe the five roles in the consumer buying process.

Question 9:

Define what a Vertical Marketing Network (VMN) is and describe two types of VMNs.